The Walt Disney Company is banking on TikTok to help solve one of streaming's biggest challenges: reaching younger viewers. That strategy took center stage this week when the company's Chief Financial Officer detailed how the partnership fits into Disney‘s broader plans for Disney+.
Disney and TikTok Team Up
The collaboration between Disney and TikTok was first announced last month, allowing users to discover and create content using scenes from select Disney movies and TV shows. The available content spans Walt Disney Animation Studios, Pixar, Lucasfilm, Marvel Studios, and FX properties.
In return, Disney+ will feature a curated selection of Disney fan-created content sourced directly from TikTok. Short-form videos from participating creators will appear simultaneously on both TikTok and Verts, Disney+'s dedicated vertical video platform.
An Executive's Take on the Partnership
Speaking at the Goldman Sachs Communacopia + Technology Conference on September 9, Disney CFO Hugh Johnston expressed enthusiasm for what the TikTok partnership could mean for the company's streaming ambitions.
“We're excited about the TikTok partnership for a variety of reasons,” Johnston said. “…It introduces a different type of consumer into Disney+.”
He elaborated on what sets this audience apart from Disney‘s typical streaming viewer. “One, they interact, as opposed to being a passive watcher,” he added. “And by virtue of the TikTok relationship, being able to interact with our IP, that really engages the younger audience in a significant way.”
Johnston also pointed to the broader discovery potential this partnership creates, noting that developing vertical, fan-focused content for TikTok and Verts will “allow consumers to discover other aspects of what we have on Disney+ on mobile.”
Building Relationships Through the Creative Ambassador Program
Johnston also touched on the Creative Ambassador Program, an initiative designed to reward “best-in-class” TikTok creators with increased visibility, access to exclusive events, and career development pathways.
According to Johnston, the program is intended to build “close relationships” between The Walt Disney Company and the creators, helping bring its content to new audiences.
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